Case Analysis – Rocky Mountain Medical Corporation
CASE ANALISYS
Rocky Mountain Medical Corporation
BACKROUND
Rocky Mountain Medical Corporation (RMM) is a Denver based company, which was incorporated in 1982 by Robert Morrison, M.D. In each of RMM?s first few years they turned a small profit, and reached sales of about $3.4 million in 1985.
RMM Products. Currently, RMM has two lines of phototherapy products that are used to treat infant jaundice. One line of these products, Alpha-Lite?, was marketed to hospitals. This product was considered superior by RMM?s vice president of marketing, Lawrence Bennett. Another phototherapy product was targeted for the home. Baby-Lite? was a home version of Alpha-Lite?, which weighed about 40 pounds and could be rented for about $75 a day. This was much less than a hospital bill and your baby could stay in the comfort of your own home.
TenderCare?. RMM designed a disposable diaper, which seemed to have one main advantage on the rest of the competition. Just under the liner of the TenderCare? diaper, was a wicking fabric the draws moisture from the surface around a soft, waterproof shield to an absorbent reservoir of filler. This would keep the baby?s skin dry
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